WHAT IS WEB STRATEGY?

WEB STRATEGY:

IS NOT ADVERTISING.

IS NOT TECHNOLOGY.

IS AN ONGOING PROCESS.

IS ABOUT NUMBERS.

IS ABOUT BRANDING.

IS NOT RESERVED TO STRATEGISTS.

IS ABOUT LOOKING AT WHAT IS ALREADY HAPPENING, BUT NOT BEING PARALYZED BY IT.

IS MUCH EASIER IF YOU ARE CREATIVE.

IS TOO IMPORTANT TO BE ONLY ONE THING.

IS ABOUT OBJECTIVES AND CLARITY.

IS ADMITTING YOU HAVE NO IDEA SOMETIMES.

IS NOT TACTICS, BUT THE RELEVANCE OF THESE AND THE EFFICIENCY BY WHICH THEY ACCOMPLISH THEIR GOALS.

IS NOT AN ACRONYM.

IS NOT MEDIA-BUYING.

WILL QUESTION THE RELEVANCE OF YOUR BUSINESS STRUCTURE.

IS A DEATH SENTENCE TO MANY BUSINESSES.

IS COMMON SENSE.

DOESNT COST A LOT.

IS NOT SOCIAL MEDIA, SEARCH, NEWSLETTERS OR WEBSITES.

IS ABOUT CREATING, PLANNING AND EXECUTING.

IS TYING LOOSE ENDS AND CUTTING STUPIDITY.

IS BEING COHERENT AND HUMBLE.

IS STILL ABOUT NUMBERS BECAUSE SOMETIMES IT COSTS A LITTLE MONEY.

IS ABOUT LOOKING AT THE MANY, AND CRYSTALIZING THE SINGLE IDEA.

IS ABOUT TAKING SYMPTOMS APART AND UNDERSTANDING THEIR PROCESS.

IS TAKING A STAND AND ASSUMING THE RISKS.

REQUIRES DECISION-MAKING AND ACTIONS.

Quick post about PRINT

Apparently it's about to die anytime soon now...
Despite the apparent #FAIL of it's advertising model, print is doing fine.
Why? Well these examples all happened in the last 2 hours.

My 2 year old still insists that we read him his story books 20 times a day. Despite having Youtube, VOD, DVD and TV available. Of all digital natives and theories about media consumption, he should be all jazzed up on the kindle, the zune (pffff) and fitted with a jet pack by now.

I'm psyched to find the latest ski magazine in the mail and actually read every page and every ad.

I'm also just as psyched to find a magazine type brochure the next day from Nordica in the mail, and despite the obvious penchant for lifestyle and product showcase, I still love it!

It's 21:50 and the only good thing in the 500 channels on TV is Voir, a TV cultural show based on the free weekly paper in Montréal. Talk about cross media ey?

I'm in the midst of moving and I just through out close to 200 data and music CDs. bah, I can always find it later or get a copy from a friend. Books on the other hand, I just finished packing 8 boxes.

Ok these examples might be circumstancial at best. But come on. Print is still around for a while. Give the doomsday scenarios a rest.

TOP 10 THINGS YOU ALREADY KNOW ABOUT SOCIAL MEDIA

1-SOCIAL MEDIA IS NOT MEDIA. SO STOP TREATING IT AS A MEDIUM YOU CAN BUY, AS A CHANNEL, OR A SILVER BULLET IN YOUR MARKETING PLAN. IT IS NOT A MIRACLE CURE.

2-ALL MEDIA IS SOCIAL. DUH! DON’T BELIEVE THE HYPE, THE INTERNET HAS BEEN SOCIAL FOREVER.

3-IT'S ALL ABOUT THE CONTENT DUMMY! MAKE SURE YOU KNOW WHAT YOU’RE GOING TO SAY BEFORE GETTING IT OUT THERE. IT'S NOT ADVERTISING COPY.

4-DO IT YOURSELF. DON’T TRUST “SOCIAL MEDIA EXPERTS” TO CRAFT YOUR MESSAGE AND BRING IT OUT THERE. IF YOU WANT TO BE CREDIBLE (AND TRUST ME YOU WANT THAT) DO IT YOURSELF.

5-IT’S NOT EASY. IT TAKES TIME, IT TAKES PLANNING, AND IT TAKES HONESTY.

6-IT’S NOT A MEDIA BUY, SO DON’T EXPECT IT TO BE PART OF A CAMPAIGN. IN FACT ITS NOT EVEN PART OF MARKETING. ITS PART OF YOUR PRODUCT, TREAT IS AS SUCH.

7-NO ONE WILL GIVE YOU “EVIDENCE” THAT IT WILL WORK FOR YOU. THE NUMBERS AND SUCCESS STORIES EXIST BUT THEY MAY NOT APPLY FOR YOU. YOU HAVE TO PUT IN A LOT OF WORK AND THINKING INTO THIS.

8-EXECUTION IS EVERYTHING. THE PERFECT OPPORTUNITY CAN BECOME A NIGHTMARE IF EXECUTED POORLY. MAKE SURE DOCUMENTATION, PROCESSES AND METHODOLOGY IS PARAMOUNT TO EVERYONE INVOLVED.

9-SOCIAL MEDIA IS NEITHER.

10-DON’T FOCUS ON THE VENUE, FOCUS ON THE VALUE. FACEBOOK OR TWITTER WILL NOT MAKE YOUR BRAND BETTER. FOCUS ON WHAT WILL.

Infopresse conference: event marketing

Here are the backup slides for a conference I gave last week for the Infopresse event marketing conference. I had a lot of fun being part of that day and giving this talk. It's not everyday that i step out of our web world to meet event marketers but wow, this was definitly an eye opener.

Props to twitter.com/IssamHeddad and twitter.com/SabrinaCote for awesome work.

L'empreinte interactive d'un événement

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